Case Study: Crisis in Kenya
MAP sends emergency appeals to more donor segments than its regular renewal campaigns. Audience selections included a small group of higher-value donors who have been very loyal to MAP and are only mailed four times per year in addition to emergency and special appeals. MAP also mailed deeply lapsed donor segments.
A 30-second voice mail message from Palusky to donors, thanking them for their support, was sent on Jan. 10. This was timed to introduce the direct-mail package, which was expected to arrive in homes Jan. 11-12. Producing the voice message was challenging. Palusky recorded the message using a satellite phone from Kenya, and the sound quality of the recording was only fair.
“We felt that the authenticity of this message from Chris, on site in Kenya, was more important than the sound quality. And donors did tell us that they appreciated hearing this news update as the crisis evolved,” Smith says.
Meanwhile, the MAP team wrote and deployed a series of e-mails to its donors and e-constituents. The first e-mail was deployed on Jan. 3, soon after the violence erupted, as noted previously. The second was sent on Jan. 7 with a firsthand account from Palusky in the Kibera slums. The note included details about the devastation and MAP’s crisis efforts and needs. The third e-mail, sent on Jan. 10, included a harrowing eyewitness account of the ongoing violence in Kenya, despite the fact that it no longer was the lead story in the media.
To address the concern about this campaign negatively affecting upcoming regular renewal campaigns, Robbins delayed the regular mailing schedule (featuring nonprofit postage) to provide some breathing room between appeals.
MAP donors are very loyal and generous. Their strong support of this appeal proved that again. The combined net revenue from the integrated campaigns achieved MAP’s $100,000 goal. The direct-mail campaign achieved a 7.23 percent response rate and a $54 average gift. The online campaign achieved a 22 percent open rate and a 2 percent clickthrough rate, a significant lift in results compared to regular e-solicitations.